UMass Dartmouth, Lowell engaging in a turf battle

As prospective college students travel along Interstate 195 a billboard asking if they’re “Ready to Succeed” suggests that a branch of the University of Massachusetts system is the right choice.

Will Richmond

As prospective college students travel along Interstate 195 a billboard asking if they’re “Ready to Succeed” suggests that a branch of the University of Massachusetts system is the right choice.

That branch, however, isn’t the campus just a few miles away in Dartmouth, but instead one that is some 80 miles away and closer to the New Hampshire border.

The billboards for the University of Massachusetts Lowell alert passersby that if they are “Ready to Succeed Choose UMass Lowell.”

University of Massachusetts spokesman Robert Connolly said there is nothing prohibiting the various branches of the state university system from advertising in each other’s territory, but said he could understand why it might rub some people the wrong way.

“It’s definitely eye-catching,” Connolly said. “I know Lowell’s billboards have caught the eye of Dartmouth and the Dartmouth billboards have caught the eyes of people in Lowell.”

Connolly, like officials from the two campuses, noted that all campuses in the UMass system attract students from across the state making it necessary to cast a wide net.

“Both campuses, while regional, do attract students from all over the state,” Connolly said. “This is related to both campuses desire to maintain levels of enrollment from those other parts of the state.”

The UMass Lowell signs, which were in New Bedford and Fall River, are part of the university’s new statewide marketing campaign, spokeswoman Christine Gillette said.

She said the SouthCoast advertisements join others located throughout the state, including some posted along Interstates 93 and 495.

Gillette said the billboards follow the school’s rebranding efforts, which started about a year ago with the unveiling of a new logo and a redesigned website.
“We’re just trying to raise the profile of the university across the region,” Gillette said.

Gillette assured the signs are not meant as retribution after the University of Massachusetts Dartmouth placed similar billboards in Lowell touting the Dartmouth campus.

“I imagine they’re doing something similar to reach out to students,” Gillette said.

UMass Dartmouth spokesman John Hoey said that with approximately 60 percent of the student body coming from outside of southeastern Massachusetts it is important for the university to advertise beyond the region.

“This isn’t unusual in any way,” Hoey said about advertising on another campus’ turf. “This is just a way for the university to tell their story across the state.”

Hoey noted in the past the UMass Dartmouth has also advertised in the Boston and Metrowest regions, as well as placed commercials on various television and radio outlets across the state. He added that each of the campuses also offer distinct programs and atmospheres that could interest a student from Lowell to come to Dartmouth or vice versa.

“All of the campuses want to make sure people from across the state know what’s available,” Hoey said.